In the world of “ResortCore”, a tote bag emblazoned with the name of a chic hotel can just be as much of a status symbol as any designer handbag. This trend of flaunting branded hotel merchandise serves as a clever marketing strategy used by many renowned names in hospitality today.
While institutions such as the Beverly Hills Hotel have been churning out branded merchandise for decades, this is by no means a new fad, although it has noticeably picked up since the pandemic as brands turned to e-commerce as a source of additional revenue.
It’s a move that has been met with plenty of success, particularly for hospitality names such as Aman which launched its Aman Essentials brand in 2018.
With its luxury skincare and fragrance range, faithful Aman customers are able to bring home the Aman experience and continue the brand journey long after they’ve checked out. Banking on this success, Aman Essentials has since expanded its range of products beyond wellbeing and into leather goods. The Leather Collection sees plush leather accessories crafted from the finest materials by artisans in France and Italy added to their portfolio.
Another legendary name in hospitality, the Grand Hotel Tremezzo in Lake Como, opened an online boutique Sense of Lake in 2021, not only allowing guests at the resort to bring home a slice of the dolce vita lifestyle but allowing those who have never ventured to the lakeside destination to get a slice of the glamour with its curated selection of apparel, homeware and accessories embodying the elegant charm of Lake Como and its upscale resorts.
Designer collaborations have also played a role in connecting with new audiences, extending the brand presence outside of the hospitality sphere and into the fashion world.
Luxury loungewear brand Olivia von Halle and famed New York’s Upper East Side hotel The Carlyle recently partnered to create the luxurious pyjama sets and eye masks. To mark the partnership, the designer hosted a glitzy supper party at the hotel with guests arriving all decked out in the branded pajamas.
All in all, ResortCore is a clever way of creating loyalty to a brand. The products bring an air of exclusivity and bring a whole new depth to a brand’s storytelling.
It’s also a testament to how guests today approach the travel experience where personalisation is key. But most importantly, these merchandise that are brought home create a sense of belonging to a world that the customer yearns to return to.
Here, we select some of the best pieces from some of the top places to stay:
DIOR X CHEVAL BLANC RANDHELI
A tribute to the art of travel, this limited-edition timepiece by Dior in collaboration with Cheval Blanc Randheli is inspired by Maldives’ scenic atolls. 131 blue sapphires and delicate feathers adorn the dial.
LE BRISTOL PARIS X LE BRISTOL SOCIETY COLLECTION
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Le Bristol Paris – Bristol Society.
The beloved Parisian hotel is renowned for its French sophistication and rich history. You’ll find stylish caps and pyjamas in the exclusive collection that captures the Parisian spirit of this charming hotel.
EDEN ROCK ST. BARTHS X THE TWELVE CAPSULE COLLECTION
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The Eden Rock St. Barths’ Twelve Capsule Collection.
Caribbean luxury can’t get more breathtaking than this stunning beachfront resort. The Eden Rock St. Barths’ Twelve Capsule Collection is designed by Britta Becker and features chic pieces embodying the refined world of Eden Rock.
THE GRAND HOTEL TREMEZZO X SENSE OF LAKE
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Grand Hotel Tremezzo x Carlo Moretti.
The Grand Hotel Tremezzo was the first hotel on Lake Como and is renowned for its Art Nouveau architecture. You can find exceptional Italian craftsmanship throughout the hotel such as these Carlo Moretti glassware. The glasses combine centuries-old glassmaking techniques and each creation is numbered and engraved with Moretti’s signature stamp.
EDEN CAP DU ROC X THE EDEN- ROC RIVIERA COLLECTION
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Eden Roc Riviera-Collection Rue de Verneuil.
Opened in 1863, the Hôtel du Cap-Eden-Roc is the epitome of Riviera chic. The Eden-Roc Riviera Collection is inspired by this hedonistic allure which you can take home to brighten up the days when you’re not basking under the Mediterranean sun. Expect brands such as this chic Rue de Verneuil bag.